AbstractThe consumption of plant‐based meat is increasing, reflecting consumers' concerns about health, animal welfare, the environment, and sustainability. However, plant‐based meat consumption remains low owing to the barriers to shifting consumers to this nonmeat diet. We evaluate consumers' intentions to consume plant‐based meat from the perspectives of exploratory behavior and the regulatory focus theory. We collect 642 valid responses and use structural equation modeling to explore the relationship between exploratory behavior, regulatory focus values, and plant‐based meat purchase intention. exploratory behaviors encompass risk‐taking, variety‐seeking, and curiosity, while regulatory‐focus values comprise promotion‐ and prevention‐focus values. The results show that exploratory behaviors affect plant‐based meat purchase intention. Promotion‐focus value has a greater impact on purchase intention than prevention‐focus value. Promotion‐focus value mediates the relationship between exploratory behaviors and purchase intention, whereas prevention‐focus value mediates the relationship between risk‐taking and purchase intention. Drawing on consumers' consumption values, we reveal distinct managerial implications, such as providing important information and adopting online selling to attract buyers [EconLit Citations: Q01, Q13, Q55, Q56].